Q&A: Local networking

Making connections in your community can raise your profile, increase your local market knowledge and strengthen your relationships with customers and suppliers
Heather White (HW), director of networking consultancy The Magic of Networking, tells Tom Whitney how networking locally can help you develop your business.

Why should I network locally?

HW: It keeps the name of your firm at the forefront of the community. Networking isn't just about attending an event and working the room - it takes place every time you meet a business contact or have an informal chat with a customer. It's a chance to find out how your business might be required to adapt to meet the needs of the area.

I don't have time to network. How am I going to fit it in?

HW: If you're on a limited budget, networking should be your primary marketing tool. You shouldn't see it as an ad hoc activity, but as an essential and ongoing part of your marketing strategy. Remember, it doesn't always have to be down to you: anyone from your business can network successfully, if properly supported and trained.

Who should I network with?

HW: Decide how much time you want to spend generating new business, and how much you want to spend with existing customers. If the majority of your trade is one-off sales, then networking at events where you meet new customers may be critical. But if the bulk of your custom comes from repeat business, then maintaining good business relationships with existing customers could be more important.

What local events could I go to?

HW: Your local Chambers of Commerce will run events in your region, as will the Rotary Club, Business Network International, Business Gateway, the local retail forum and the council. Informal social events can also be a good method of meeting people. There are so many networking events it's important to be selective - and bear in mind there may be an entry fee or membership fee.

How can I get the most from events?

HW: Work out your objectives before attending and don't be shy about communicating them. You should be able to tell people clearly and concisely what your business does and what your goals are - whether this is getting a product to market or raising capital. By doing this, you might give the other person cause to remember someone who can help you, or they might be able to assist you themselves. Networking is not all about selling, but about finding people who can help you grow your business. Quick wins are rare.

How can I capitalise on the contacts I've made?

HW: Always follow up on any networking you do. Ensure that you action any promises you made to contacts, and build the relationship by keeping them aware of what you are up to.